To increase average deal size, introduce a new, much higher-priced package (e.g., $100k) and pitch it as your primary offer. Commit to selling it hard. For clients who object, you can then downsell to your original core offer (now priced at $35k), which appears incredibly reasonable by comparison. This captures whales and boosts conversions on your main offer.

A tiny offer can bridge the gap from a low price point to a premium one by targeting the single biggest objection to the main offer. For one client's $100k program, a $37 case study booklet was created specifically to solve the "I can't imagine myself doing this" mindset block.

Proposing an outcome-based pricing model next to a high fixed-fee option forces the negotiation to focus on value, not cost. Even if the customer chooses the fixed fee, they're anchored on a much higher number and are less likely to negotiate it down significantly.

If an event can't meet your full fee, build lead generation into the contract. Jess Ekstrom suggests adding a clause that requires the client to introduce you to four other relevant events if they are satisfied with your talk. This transforms a lower-paying gig into a powerful referral engine.

When stacking value in an offer, don't just add random bonuses. Strategically design each bonus to address a specific, predictable customer objection, such as 'I don't have time' or 'This seems too complex.' This transforms value-stacking from a generic tactic into a precise conversion tool.

Charging too little for speaking can backfire. A fee below a professional threshold, like $3,500 for a new speaker, can make you appear inexperienced to event planners, causing them to pass on you for someone perceived as more valuable—even if that person charges significantly more.

Professional speaker Jess Ekstrom notes that audience size does not correlate with speaking fees. Some of her most lucrative engagements have been for intimate groups of 12, while massive arena talks have paid nothing. The value delivered to the specific audience, not the crowd size, determines the fee.

When you're paid to speak, aggressive selling from the stage is often inappropriate. Instead, offer a valuable freebie like your presentation slides via a QR code to capture emails. This allows you to follow up later in their inbox, where you can make your offer in a more suitable context.

Instead of a simple book launch, Ramli John hosted a virtual summit on the book's topic. This attracted attendees interested in learning, not just buying. The book was bundled into a $47 VIP pass for event recordings, making the purchase feel like a high-value deal and driving thousands in launch-day sales from a new audience.